There was an increase in users applying to be Uber drivers from the campaign, but the retention rate for drivers completing the entire onboarding process and making their first drive did not meet strategists’ predictions. Our
team needed to identify areas and opportunities within Uber’s driver onboarding process that could be integrated with “Earning/Chilling” campaign’s digital extension.
For this campaign, Uber wanted to target four common types of drivers:
Future Builders - Shareriders who are successful, responsible, and opportunistic. They keep their eyes open for exciting new ways to challenge themselves, and often find stimulation and passion in their work.
They keep up with new trends and stay active, but don’t lose sight of the importance of saving money to support their families.
Fun Funders - These shareriders have solid careers and few immediate financial concerns. They prioritize going out and splurging on the latest gadgets. They have good educations and stable careers, but they
aren’t as concerned with intrinsic work benefits. Their priorities lie in living in the moment.
Hopeful Hustlers - Shareriders who are in search of a fulfilling career with an ultimate goal of financial independence. Right now, they’re tied down with bills and loans to pay off, so they need a way to
get by. But they’re optimistic that their big break is just around the corner (e.g. aspiring actors).
Whenever Workers - These shareriders treasure flexibility in their lives. They are content and have modest financial needs. They don’t want work to tie them down, preferring to take it easy and enjoy life
outside of work. Many work part-time or are retired.